Social and Behavioral Sciences Commons^™

Peran Branding Dan Tagline Lead Dalam Membangun Budaya Organisasi Perpustakaan Universitas Kristen Krida Wacana, Steven Yehezkiel Sinaga, Laksmi Laksmi

Paradigma: Jurnal Kajian Budaya

The aim of this research was to examine how the UKRIDA’s motto “Loving, Enlightening, Advanced, Determined” (abbreviated to “LEAD”) builds an organizational culture in the university’s library unit. This research used the qualitative method of ethnography and was conducted by means of observation, interviews and document analysis. The purposive sampling method was used to select the respondents, namely employees who worked in the library unit, were active in research, and had participated in the dissemination of UKRIDA’s “LEAD” values. Data collection was carried out from February to April 2020. The study concludes that the dissemination of LEAD values did not …